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All Journal Jurnal Informasi dan Teknologi Jurnal Manajemen Sains dan Organisasi (JMSO) Journal of Economic Education and Entrepreneurship Studies
Peridawaty
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Computer Science & IT Economics, Econometrics & Finance

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Pengaruh Kualitas Pelayanan Dan Harga Yang Dimediasi Oleh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Hidayat, Deddy Rakhmad; Peridawaty
Jurnal Manajemen Sains dan Organisasi Vol. 1 No. 1 (2020): Jurnal Manajemen Sains dan Organisasi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52300/jmso.v1i1.2370

Abstract

Tujuan - Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas layanan dan harga terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan. Desain/Methodologi/Pendekatan - Metode penelitian dilakukan dengan menggunakan pendekatan kuantitatif, pengumpulan data menggunakan kuesioner sebagai instrumen pengumpulan data utama untuk seluruh objek penelitian. Responden yang menggunakan total 110 pelanggan Speedy di Palangka Raya. Teknik analisis data menggunakan Partial Least Square (PLS) dengan perangkat lunak SMARTPLS 3.0. Temuan penelitian - Hasil pengujian hipotesis menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, harga tidak berpengaruh signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kualitas layanan memiliki pengaruh positif dan signifikan. dan pengaruh signifikan terhadap loyalitas pelanggan dimediasi oleh kepuasan pelanggan, dan harga memiliki efek positif dan signifikan untuk loyalitas pelanggan dimediasi oleh kepuasan pelanggan.
The Effectiveness of Social Media Marketing in Building Brand Awareness for Startups Ina Karuehni; Peridawaty; Noorjaya Nahan; Rita Yuanita Toendan; Hansly Tunjang
Journal of Economic Education and Entrepreneurship Studies Vol. 5 No. 4 (2024): VOL. 5, NO. 4 (2024): JE3S, DESEMBER 2024
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v5i4.4582

Abstract

This study aims to analyze the effect of social media as a marketing tool on brand awareness in startups. Using quantitative methods, this study collected data through questionnaires distributed to consumers who interacted with startups on social media platforms. Multiple linear regression analysis was used to evaluate the influence of frequency of social media use, content type, interaction with consumers, and duration of use on brand awareness. The results showed that all independent variables had a positive and significant influence, with creative content type as the most influential factor. The study found that consistency in the frequency of social media use and active interaction with consumers also contributed significantly to increased brand recognition. Although the duration of social media use showed a positive influence, there were 30.8% of other variables not identified in this study, such as word-of-mouth and offline marketing strategies. These findings emphasize the importance for startups to utilize social media effectively in building brand awareness, while considering other factors that can affect brand recognition.
The Impact of Digital Marketing Strategies on Consumer Behavior in Emerging Markets di Sendys Swalayan Kota Palangka Raya Toendan, Rita Yuanita; Hansly Tunjang; Peridawaty; Ina Karuehni
Jurnal Informasi dan Teknologi 2025, Vol. 7, No. 2
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jidt.vi0.642

Abstract

This study investigates the impact of digital marketing strategies social media marketing, content marketing, and influencer marketing on consumer behavior in emerging markets, with a focus on Sendys Swalayan in Palangka Raya City, Indonesia. As digital technology increasingly reshapes consumer engagement, businesses in developing regions must understand how strategic online efforts influence customer purchase decisions. Employing a quantitative approach, this study collected data from 44 respondents using structured Likert-scale questionnaires. The data were analyzed using SPSS software, including validity and reliability tests, Pearson correlation, and multiple linear regression. The findings show that all three digital marketing strategies significantly influence consumer purchase decisions, with content marketing having the strongest effect (β = 0.351, p < 0.01), followed by social media marketing (β = 0.284, p < 0.01), and influencer marketing (β = 0.194, p < 0.05). These results indicate that content relevancy and perceived value are key factors that drive consumer interest and action. The study also highlights the importance of authenticity and social interaction in digital spaces, confirming the relevance of theories such as the Elaboration Likelihood Model (ELM) and Source Credibility Theory. This research contributes to the limited literature on localized digital marketing in mid-sized Indonesian cities and offers practical recommendations for retailers aiming to optimize consumer engagement. The study suggests that businesses should prioritize informative, engaging content while leveraging social media and micro-influencer collaborations that align with local cultural values. These strategies are essential for enhancing brand awareness, building trust, and influencing consumer decision-making in the digital era.Keywords: Digital Marketing, Social Media, Content Marketing, Influencer, Consumer Behavior, Purchase Decision, Emerging Markets.
Co-Authors Hansly Tunjang Hidayat, Deddy Rakhmad Ina Karuehni Noorjaya Nahan Rita Yuanita Toendan Toendan, Rita Yuanita